Amazon Europe listing localization: marketplaces, languages and what to translate

Which Amazon marketplaces are in Europe?

Does Amazon require listings in the local language?

Yes. Amazon requires your product detail pages to be translated into the local language of each country's store. For images and videos, Amazon's guidance is that the text in them should be translated as well. We found no Amazon rule that removes a listing for English text inside an image, but a German shopper reading an English infographic is a lost sale either way.

What does Amazon's Build International Listings tool translate?

Build International Listings creates your offers in other stores, keeps prices in sync with currency conversion, and machine-translates new listings. In Amazon's own words it can translate titles and bullet points; for A+ Content, Amazon points you to a professional translation service. So the tool gets a listing live, but the images, A+ and Brand Store still need a person.

How do you localize A+ Content for Europe?

A+ Content shows only in the language you choose when you create it. Amazon's A+ Content Manager can create a language variation, which copies your content as a draft for you to translate. Amazon's older UK guide also describes copying A+ from one European store to another as a draft, but in February 2025 an Amazon moderator told a seller there is no way to copy A+ across marketplaces. Treat cross-marketplace copying as unreliable and plan a separate version per language.

The efficient way to do this is one master design with every word on an editable text layer. Each language then becomes a copy and typesetting job, not a new design, and every marketplace gets the same look.

What should you localize besides the language?

• Units: centimetres and grams in the EU, with inches only where buyers expect them (the UK and Ireland often want both).
• Sizes: local size conventions for pillows, bedding, clothing and shoes.
• Number formats: most of mainland Europe writes 1.000,50 where the UK writes 1,000.50.
• Seasons and occasions: the shopping calendar differs by country. Importer AM's whole Brand Store is built around the Polish calendar, from Wigilia on Christmas Eve to All Saints in November.
• Proof points: 'Made in Poland' or an EU design badge means more to some European buyers than to others; lead with what the local buyer values.

How do you localize an Amazon listing for Europe step by step?

1. Choose your stores. Start with the markets where your category sells, usually Germany plus one or two more, not all ten at once.
2. Finish one master. Approve images, A+ and Brand Store in your main language first.
3. Translate with native speakers. Titles, bullets and description in each language; machine translation only as a first draft.
4. Rebuild the text in your images. Swap the text layers in every infographic per language.
5. Create A+ language variations. One version per language, reviewed before submission.
6. Replicate the Brand Store. Use Amazon's multi-country tool, then review translations and localize banner text.
7. Check each store live. Units, sizes, prices and images, on desktop and on a phone.

Which languages do you design in, and what does it cost?

We design listing images, A+ Content and Brand Stores in German, French, Italian, Spanish, Dutch, Polish and Swedish as well as English, with native-speaker copy. Design is priced per listing (listing images from $150, A+ $200, Premium A+ $250), and each extra language is quoted per marketplace once your master files are approved.